encore

Specialist copywriting for international luxury brands in paid search

Luxury brands place more emphasis on brand equity than any other sector. It's their most valuable asset and luxury brands invest substantial sums in above-the-line and other brand building advertising media. However, all too often this level of crafted communication is not reflected in paid search, which is dominated by Google AdWords, and the medium is overrun with poor ads that have not been written by professional copywriters.

Branding, to be truly effective, has to be a 360° operation. A brand's values have to be consistent at every consumer touch point, including paid search.

Putting the brand first

In the conventional approach to paid search, analytics comes first and the brand a poor second. Encore's approach redresses this imbalance. Encore puts the paid search medium more at the service of the brand. It's a radical approach and one which has been adopted more by companies that value the judgement of their key personnel rather than let spreadsheets govern their decision making. As Einstein himself said, "Not everything that counts can be counted."

Luxury brands and paid search report

Encore and Google have produced a market research report that explains the growing importance of the relationship between paid search and luxury brands, and which also includes an in-depth look at the opportunities in emerging markets.

Luxury brand experience

Encore knows how to talk to high worth individuals. The principals have many years' experience working in the luxury brands sector at Ogilvy & Mather and M&C Saatchi, and have promoted Aspreys, Ferrari, Watches of Switzerland, Garrard, Mappin & Webb and Barclays Wealth.

Encore and The ATO Co

Encore is a specialist division within The ATO Co and draws on The ATO Co's proprietary algorithms, research and global delivery systems.